We created a wall mural in Brooklyn, NYC that was normal by day, but wicked by night. As the sun went down, custom black lights turned on—revealing a second layer to the story told in fluorescent paint. Two friends sitting in the back of the cab were transformed into a couple of Furries heading out for night. And by aligning our message with the time of the day, we were able to highlight our product when drinking was top-of-mind.

We used black lights and fluorescent paint to tailor the message of our mural based on time of day. As the evening progressed and our audience started thinking about what they would be drinking that night, our mural sprang to life, delivering a “what the…?” moment when it mattered most.